Backcountry Marketing

In this episode, Cole sits down with Chris Pew, the CEO and co-founder of TREW, to explore the pressing challenges brands face in standing out in 2024. They dive into the creative heartbeat of the outdoor industry, discussing TREW's "TREW To You Film" contest—a celebration of community-driven storytelling, self-expression, and creativity.

Chris shares how TREW is fostering deeper connections with its core audience through storytelling and innovative community engagement strategies. The conversation spans the evolution of ski film culture, the role of social media in building authentic communities, and how small brands can leverage creativity to make a big impact.

They also unpack the importance of measuring ROI in creative projects while maintaining the balance between marketing goals and authentic storytelling. With a sneak peek at what's ahead for the TREW To You, Chris reveals how TREW continues to push boundaries with fresh innovations and a renewed focus on community connection.

Key Takeaways

• Standing out as a brand in 2025 is increasingly challenging.

• Brand storytelling should reflect the values and experiences of the community.

• Community engagement is key to building brand awareness.

• TREW's approach contrasts with traditional brand films that often promote self-interest.

• With a little creativity, there are ways to carve out a niche in your market

This podcast is produced by Port Side Productions. We are a production company that works with outdoor brands to create effective and emotional videos. To date, we've made feature documentaries, video podcasts, product videos, and commercials. The thing that unifies us is our unwavering goal to help brands make effective videos driven by emotion backed by strategy.

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Booklist | Here's our curated list of recommended books over the years.

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This past year has been a year of reflection.

In this solo episode, I share an update about the future of the podcast. As Port Side approaches its 10-year milestone, I reflect on key lessons learned and announce a new, more focused direction for the show. After nearly 200 episodes and years of conversations with marketing leaders, I've come to realize that both Port Side Productions and this podcast's true value lie in helping brands create content that is both emotionally compelling and strategically effective. Moving forward, the show will double down on exploring how to make creative work that truly resonates and delivers results.

This podcast is produced by Port Side Productions. We craft effective, emotionally-powered videos for outdoor brands.

Enjoy this episode and discover other resources below:

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

In this episode, Cole sits down with Robin Thurston, CEO and founder of Outside Interactive, to discuss the importance of inspiring people to engage with the outdoors. They explore the cycle of inspiration, activation, and celebration, emphasizing the role of storytelling and user-generated content in motivating outdoor activities. Robin shares insights on the challenges posed by content overload and the evolving landscape of advertising, while also highlighting the need for brands to adapt to change in the outdoor industry. The discussion also touches on the role of social media in promoting outdoor activities, the necessity of original content for storytelling, and the evolving landscape where brands must act as media companies.

Key Takeaways

• Inspiration is the first step in getting people outdoors.

• The outdoor industry faces competition from technology and indoor entertainment.

• Storytelling remains vital, but the quality of content is declining due to AI.

• Change is constant, and adaptability is key in the outdoor industry.

• Authenticity in storytelling will attract audiences in a content-saturated world

• The outdoor industry must support each other to grow.

If you like what you're hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let's help everyone learn together.

This podcast is produced by Port Side Productions. We craft effective, emotionally-powered videos for outdoor brands.

Enjoy this episode and discover other resources below:

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this episode, Cole sits down with Chris Burkard—photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing. They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building.

This is part one of a two-part series featuring Chris. If you have a question for Chris that you'd like him to answer in part 2 let us know.

Key Takeaways

• The role of creatives is changing

• The path to success for a piece of creative has changed over the last 15 years

• Many brands are asking creatives to provide directions to a destination that doesn't exist.

• The balance between creative risk and data-backed decision-making

• Opportunities for creatives are ripe

This podcast is produced by Port Side Productions. We help brands make effective video content. Need help standing out? Say hi.

Enjoy this episode and discover other resources below:

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this episode, Cole sits down with Kyle Pusateri, Lead Producer at Garmin, to unpack the intricate world of production. Kyle shares insights from his journey through account management to becoming a producer, providing a unique glimpse into Garmin's creative ecosystem. From managing large-scale productions to collaborating with internal and external teams, Kyle reveals how to balance efficiency and creativity to execute projects that resonate.

Key Takeaways:

• The Importance of the First Six Seconds: Kyle emphasizes the critical role of grabbing attention on social media while maintaining alignment with long-term brand objectives.

• Efficient Creativity: Kyle's two-word approach to production underlines the need to maximize resources while staying true to the creative vision.

• Navigating In-House vs. External Partnerships: Explore Garmin's model of leveraging an in-house team while collaborating with external partners for specialized campaigns.

• The Role of Authenticity in Outdoor Media: Learn how Garmin ensures its media remains genuine and relatable by using real athletes and epic environments.

• Future-Proofing with AI and Technology: Kyle and Cole discuss the potential and limitations of AI in production and how storytelling remains at the core of building emotional connections.

Connect with Kyle:

• Website

This podcast is produced by Port Side Productions. We believe that in a cluttered media landscape, standing out requires more than just telling a good story. We partner with brands to cut through the noise, crafting narratives and creative that not only captures attention but also deeply resonate with audiences, ensuring your message doesn't just reach people but moves them. Need help standing out? Say hi.

Enjoy this episode and discover other resources below:

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this episode, Cole talks with Kate West, the director and producer of Huckberry Presents, to discuss the DIRT series. They explore the evolution of episodic content, the importance of understanding the audience, and the unique point of view that Huckberry brings to the outdoor industry. Kate shares insights on building trust and community, the significance of authentic storytelling, and the hard work that goes into creating successful content. In this conversation, Kate discusses the intricate process of content creation for Huckberry, emphasizing the significant behind-the-scenes work that goes into producing episodes. She highlights the importance of connecting content to commerce, the role of funding and partnerships, and the balance between quality and quantity in content production.

Key Topics Covered:

• Discovery is a key element in Huckberry's storytelling approach.

• Funding and sponsor opportunities

• Episodic content allows for community building on platforms like YouTube.

• The success of DIRT is rooted in years of foundational work building trust and a point of view.

• Email marketing is a crucial amplification tool.

• Connecting content to commerce is an ongoing challenge.

• There is a saturation of similar outdoor content.

If you like what you're hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let's help everyone learn together.

This podcast is produced by Port Side Productions. We're a video production outfit that believes great marketing is great storytelling. Storytellers by day, podcasters by night. We started this podcast because it's these types of deep, fundamental questions that keep us up at night. Thanks for tuning in!

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Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this Fireside episode, Cole reflects on the challenges and opportunities within the outdoor industry, particularly focusing on the importance of brand storytelling in a competitive landscape dominated by major streaming platforms. He emphasizes the limited time consumers have to engage with brands and the necessity for compelling content that resonates with audiences. Cole encourages brands to rethink their strategies and invest in storytelling as a long-term approach to stand out in a crowded market.

If you like what you're hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let's help everyone learn together.

This podcast is produced by Port Side Productions. We're a video production outfit that believes great marketing is great storytelling. Enjoy this episode and discover other resources below:

‍

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this episode, Cole chats with Luke Thorkildsen, COO of Weatherby, and discusses the importance of storytelling in marketing. Since 1945 the brand has been defined by its stories. Today the brand produces podcasts and films to engage a younger audience while maintaining its heritage. Luke talks about ROI, how Meta and Google's restrictions on firearm companies create freedom in marketing, and much more.

Key Takeaways

• Authenticity is crucial for brand connection.

• Weatherby has a rich heritage that informs its storytelling.

• Content creation can be done in-house for authenticity.

• YouTube serves as an important platform for brand storytelling.

• Timing is essential for content release to maximize impact.

If you like what you're hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let's help everyone learn together.

This podcast is produced by Port Side Productions. We're a video production outfit that believes great marketing is great storytelling. If you need help bringing your next video project to life check out our website to learn more. Enjoy this episode and discover other resources below:

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this episode, Cole and Steve Holmberg, a veteran of Nike and a professor of consumer research, dive into the importance of consumer research in product development and marketing, discussing how understanding consumer needs can lead to successful products. Steve shares his journey in the industry, the process of conducting effective research, and the significance of insights versus observations. The conversation also touches on innovation in the outdoor industry and the need for a consumer-first approach in research and product development.

Key Topics Covered:

• Consumer research is essential for understanding consumer needs.

• The product creation process starts and ends with the consumer.

• Effective research can lead to innovative products.

• Insights should guide marketing strategies and product design.

• Observations provide factual data, while insights reveal deeper understanding.

If you like what you're hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let's help everyone learn together.

This podcast is produced by Port Side Productions. We're a video production outfit that believes great marketing is great storytelling. Enjoy this episode and discover other resources below:

‍

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?

In this Fireside episode, Cole reflects on his conversation with Marc Bock from Gore-Tex. He talks about the importance of storytelling as a marketing tool, emphasizing its role in problem-solving and brand-building, how to justify ROI in storytelling projects and the significance of creating relevant content that aligns with business objectives, media channels, and audience needs.

Key Takeaways

• Justifying ROI in brand storytelling is challenging but essential.

• Efficient planning of production can meet both bottom-of-funnel and top-of-funnel content needs.

• Relevant content requires understanding business, media, and audience needs.

This podcast is produced by Port Side Productions. We're a video production outfit that believes great marketing is great storytelling. If you need help bringing your next video project to life check our our website to learn more. Otherwise, enjoy this episode and discover other resources below:

Marc's Episode | Tune into Marc's Episode

Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

Apple Podcast | Want to help us out? Leave us a review on Apple.

Guest List | Have a Guest in Mind? Share them with us here.

Find Out Why | Curious why a video production company would produce a marketing podcast?